Book Review: an analysis from 2004 of how they do it by saying "Gummint" and the "Democrat Party" and "Uppity", similar putdowns and disrespect which are code words for "they're too dumb to realize we are "framing the issue our way."" No one ever stops them and requires they quit misusing their words.
"Tax cuts" mean "social program cuts", not military spending.
"Capping jury awards" means protecting corporate malfeasance. Damage suits are public protection and protection of open courts: alternative is secret trials, or none at all.
Public protection attorneys are the only "overpaid" attorneys who contribute to the Democrat(sig) party, so they are targets.
Everyone should understand what a "frame" around an idea is. Even if the progressives are nowhere near as methodical about teaching what is called "neurolinguistics" to both politicians and more importantly News and media people, we should learn somehow.
AM radio is the best, cheapest way to get Your Frames across to millions, and the ownership of the radio business is monopolized by companies and personalities who contribute to the republican causes by spreading Their Frames and collecting money for it.
Forgive the heavy quote, but I tried to explain in my own words and it even confuses smart people.
George Lakoff, a UC Berkeley professor of linguistics and cognitive science, thinks he knows why. Conservatives have spent decades defining their ideas, carefully choosing the language with which to present them, and building an infrastructure to communicate them, says Lakoff.
The work has paid off: by dictating the terms of national debate, conservatives have put progressives firmly on the defensive.
George Lakoff dissects "war on terror" and other conservative catchphrases
Read the August 26, 2004, follow-up interview
In 2000 Lakoff and seven other faculty members from Berkeley and UC Davis joined together to found the Rockridge Institute, one of the few progressive think tanks in existence in the U.S.
http://berkeley.edu/...
The background for Rockridge is that conservatives, especially conservative think tanks, have framed virtually every issue from their perspective. They have put a huge amount of money into creating the language for their worldview and getting it out there. Progressives have done virtually nothing. Even the new Center for American Progress, the think tank that John Podesta [former chief of staff for the Clinton administration] is setting up, is not dedicated to this at all. I asked Podesta who was going to do the Center's framing. He got a blank look, thought for a second and then said, "You!" Which meant they haven't thought about it at all. And that's the problem. Liberals don't get it. They don't understand what it is they have to be doing.